Samsung: Let your night side rules

Samsung successfully launched its Tab S8 series tablet to a millennial and Gen Z audience despite disadvantageous market conditions in Vietnam.

Campaign details

Entrant company: CIRCUS DIGITAL, Vietnam

Why is this work relevant for Strategy & Effectiveness?

Celebrate how an effective strategy could redefine a brand, reinvent business, drive results and influence consumer or wider culture

Entries should demonstrate exceptional interpretation of business challenge/ breakthrough thinking and transformational problem-solving that led to commercial issues

This work is relevant for the category as it successfully launched Tab S8 series despite disadvantaged market conditions (product launch after Covid-19 & Tab market stagnancy) with an effective redefining of the Tab S8’s role to its audience. The campaign message was built sharply...

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